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Search Engine Advertising

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    • 1. Search-Engine-Marketing in practice Ilmar Mihkelsoo Skype: ilmar.mihkelsoo E-post: adwords@altex.ee
    • 2.
      • E-mail: [email_address]
      • Phone: (+372) 621 0029
      • Skype: ilmar.mihkelsoo
      • Homepage: www.altex.ee
      • Blog: www.altex-marketing.com
      Contact me:
    • 3. What SEM acronym means
      • SEO (Search Engine Optimization) – Visibility in organic search results
        • One can measure success by comparing your search visibility with keywords important to you (also www.internetiturundus.com – searchengine raports)
        • Getting good results needs good SEO job
        • Best for long-term
        • Cons: results are shown after some timeframe (from 1 month – 1 year)
      • SEA (Search Engine Advertising) – paid ads on searchresults
        • Term SEM is usually ised in this context
        • Results are seen almost instantly and can be tweaked
        • SEA cost is decided by you
        • Cons: kogub kliente kuni 20% otsijate hulgas
      • Search Engine Marketing (SEM) = SEO + SEA
      Innovative Internet Marketing TM Internet Marketing
    • 4.
      • “ Here and now”
      • Results are very measurable
      • Quickly implemented
      • Fast optimization and tweaking
      • Does not appear as spam
      • Cost under controll
      • Better ROI
      Why is SEM “good”? Innovative Internet Marketing TM Internet Marketing
    • 5. Source : TNS Emor Adex 10.03.2009 Estonian market Innovative Internet Marketing TM Internet Marketing   Turnover (mln EEK) Marketshare Growth (vs 2007) Newspapers 626,6 36% -13% Journals 171,6 10% -10% TV 468,8 27% -2% Radio 147,1 8% 10% Outside ads 137,8 8% 12% Internet 187,4 11% 26% Total 1739,2 100% -3%
    • 6. SEM possibilities in Estonia
      • Google –
        • Pro: has good information base on SEM and its usability
        • Cons: not so friendly user-interface
      • Neti.ee
        • Pro: most popular on local market
        • Cons: PPV, rather than PPC; no possibility on-the-run tweaking
      • Delfi search
        • Pro: Good presence and your ad stands out
        • Con: small user base and non-excisting transparency :)
      Innovative Internet Marketing TM Internet Marketing
    • 7. SEM and rest fo the World Source : http://seo.zunch.com Innovative Internet Marketing TM Internet Marketing Search users Search / visits Search / visitors Google 43.7% 4.4 27.2 Yahoo 28.8% 4.4 21.7 MSN 12.8% 3.3 14.4 AOL/Time Warner 5.9% 2.6 11.6 Ask 5.4% 3.3 10.2 Conversion rate Result Pages Share Toolbar Searches Ask Network 62.2% 5.7% 0.1% Google Sites 85.5% 42.6% 50.3% Microsoft Sites 41.0% 14.4% 2.1% Time Warner Network 25.4% 5.4% 1.2% Yahoo Sites 59.3% 28.0% 46.2%
    • 8. Where can you find it? Innovative Internet Marketing TM Internet Marketing
    • 9. Innovative Internet Marketing TM Internet Marketing
    • 10. Why are we talking AdWords
      • Best reach
      • Sitable for all markets
      • Good targeting
      • Exportable campaigns
      • KnowHow usable elsewhere
      • Bonuses... best statistics etc.
      Innovative Internet Marketing TM Internet Marketing
    • 11. AdWords reach and help tools Ads appear: Searchs Content network + image ads Socialmedia - Facebook, forums Tools: AdSense, AdPlanner Innovative Internet Marketing TM Internet Marketing
    • 12. Lets try out Go to: google.com/adwords Login: aw.koolitus1@gmail.com Password: adwords123 Innovative Internet Marketing TM Internet Marketing
    • 13. Creating campaigns
      • When starting a campaign...
      • Define your goals:
        • HOW MANY visitors you want? - Mass vs Quality
        • How big is yout BUDGET ? - What is your client acquisition
        • Think where and to whom you target
        • - Aim your ads where your client
        • - how to get collateral
      Innovative Internet Marketing TM Internet Marketing
    • 14. Creating campaigns Structuring: - By target audiences, products, sales, budgets, special promotions... Placements: - Always test possible sites abilities to offer your ads Ideas: check traffic sources in Analytics Target audiences concentration - When using specific placements you can get better usage statistics and price controll Innovative Internet Marketing TM Internet Marketing
    • 15. How do determine keywords Suggestions: - Use more phrases - Try do capture queries as specific as possible - Always use also ‘exact’ keywords - Using negative keywords can have good results Innovative Internet Marketing TM Internet Marketing Broad hansapanga majandusaasta aruanne Phrase “ hansapanga majandusaasta aruanne” Exact [hansapanga majandusaasta aruanne] Negative -hansapanga majandusaasta aruanne
    • 16. AW in practice
      • Finding keywords
      • Different places, different usage
      • - searches
      • - webmail
      • - social-networks
      • 2. Where to go for ideas
      • - Analytics
      • - Services / products you offer
      • - Related keywords, competitors, events - Synonyms, plural - Typos
      • - Competitors webpages, newsletters
      Innovative Internet Marketing TM Internet Marketing
    • 17. Google AdWords - keywords
      • Use different keywords:
        • Popular keywords bring volumes
        • Specific keywords more quality
      • Typos are not your enemies 
        • Using space helps users
        • Dyscraphic users recieve better
      • Make on-the-go changes:
        • Change match types– “broad match” expands, “exact match” narrows
        • Look at your page statistics! If many confused users, use negative keywords
      Innovative Internet Marketing TM Internet Marketing
    • 18.
      • Placements tool:
        • Creating a campaign or after - Can be added on-the-go
      • AdWords Tools
      • - Tools tab on AdWords interface
      • Keyword tool:
      • adwords.google.com/select/KeywordToolExternal
      Tools Innovative Internet Marketing TM Internet Marketing
    • 19.
      • You make bid, price depends on competition
      • You don’t pay more than you are willing to pay
      • Better the quality, lower the price
      Google AdWords - pricing Innovative Internet Marketing TM Internet Marketing
    • 20. Google AdWords - pricing
      • Step 1: Your bid
        • How much do your competitors pay?
      • Step 2: Google and our Ad?
        • Is your Ad working?
        • Is your landingpage in accordance with your ad and keywords?
        • Is keyword producing search volumes?
      • Step 3: Position
        • Google calculates Quality score to determine your Ads position
      • Step 4: Actual CPC
        • You pay least sum needed for maintaining your position
        • You almost never pay the maximum sum you bidded
      Innovative Internet Marketing TM Internet Marketing
    • 21. Google AdWords – Good Ad
      • Headline :
        • Up to 25 characters, incl. spaces
        • No special symbols allowed
        • Should consist a keyword used
      • Text :
        • Two rows, 35 characters each
        • Must be trustworthy
        • More informative than commercial
        • Should call to actionit
      • Display URL:
        • Short and memorable
        • Includes brandname
        • Good if consists a keyword
      Innovative Internet Marketing TM Internet Marketing
    • 22.
      • Using dynamic keywords {KeyWord:sõna}
      • Note the length of your keywords
      AdWordsi keyword possibilities Innovative Internet Marketing TM Internet Marketing
    • 23. Setting your price Innovative Internet Marketing TM Internet Marketing Ad no CPC Bid Quality Score Rank # Position actual CPC 1 0,40 18 0,40 x 18 = 7,2 1 0,37 2 0,65 10 0,65 x 10 = 6,5 2 0,39 3 0,25 15 0,25 x 15 = 3,8 3 0,01
    • 24. Determing Quality Score Relevancy Home page loading speed Homepage accordance to set rules - no pop-ups allowed - no redirects Innovative Internet Marketing TM Internet Marketing
    • 25. What to watch for in keywords
      • - Relevancy to landing page
      • High competition
      • CTR
      • Low search volume
      • Badly performing keyword affects all account
      Innovative Internet Marketing TM Internet Marketing
    • 26. Google AdWords - impressions
      • High impr. vol but low no. clicks?
        • Is your campaigns localized correctly?
        • What is average position – competition is getting higher and your ad gets burried?
        • Is your Landing page in accordance with your Ad?
        • Spy on competition, keep your eyes open
      • Tweak on-the-go (optimize):
        • Check wording in your ad
        • Raise bids
        • Check is your ad rightly targeted
        • Google your own keywords
      Innovative Internet Marketing TM Internet Marketing
    • 27. Google AdWords - impressions
      • Sinu reklaami ei näidata?
        • Põhjuseks võivad olla ebasobivad reklaamid (saad hoiatuse)
        • ... Või otsisõnad, mida keegi ei otsi...
        • ... Või Sinu maksimaalne summa, mida kliki eest maksad (ei ole piisav, et esilehele jõuda oma reklaamiga)
      • Tehke jooksvalt täiendusi:
        • Vaadake üle reklaami sõnastus
        • Vaadake üle märksõnad – vajadusel muutke neid üldisemaks
        • Tõstke pisut kliki hinda
        • Googledage oma märksõnu
      Innovative Internet Marketing TM Internet Marketing
    • 28. Low CTR? What is bad CTR? - High volume of impressions and low no. Of clicks 1. Are Ads shown? 2. What is your quality score? 3. Are keywords working? - assign negative keywords - delete non-performing keywords - use phrases 4. How is competition – wher Ads appear? Even with good CTR track your ‘bounce rate’ NOTE: Pay attention to your account, visit often! Innovative Internet Marketing TM Internet Marketing
    • 29. Landing pages
      • Kuidas valida maandumislehte?
        • According to services / products offered
        • According to desirable action / result
        • Desired destination is as near as possible
      • 2. Good Landing page ...
        • Has clear structure and navigation
        • Has information relevant to user landed
        • Has few clicks possible to reach destination
        • Gives an overview of other services and products you offer
      • 3. Extra possibilities
        • Dynamic content
        • Website Optimizer
      Innovative Internet Marketing TM Internet Marketing
    • 30. Conversion tracking
      • Helps to track users conversion to customers
      • - actual transactions can me measured
      • - how many reachs destination you set
      Innovative Internet Marketing TM Internet Marketing
    • 31. Innovative Internet Marketing TM Internet Marketing